Is It Really All About the Click?

Is there no longer any value to the branding? When evaluating OnLine media, are clicks and click through rates all that matter now?

If this is true, why would we ever run a display advertising campaign? If it is really all about the click isn't it more efficient to only run SEM and pay on a cpc basis?

Yes, you are limited in what you can say about yourself. Yes, the search engines haven't released the magical data which allows an advertiser to know exactly how to raise their score and position. Yes, you only get a small ad with a few words. That brings us to the age old question...does size really matter?

Display ads, even just animated gifs allow advertisers to be creative. They allow you more than a small headline. They allow advertisers to differentiate themselves from their competition. I see display ads as the best of both worlds. Display is just as accountable and trackable as SEM. But, instead of half a headline, advertisers can tell a bit more of a story. And for you traditional media types who remember Paul Harvey...he made a good living communicating The Rest of The Story. I'm not Paul Harvey, but this is the rest of my story.